Transcending Borders : How Localization Enhances Viewer Engagement in OTT Content

In today’s digital world, OTT(Over The Top) content is breaking barriers and the traditional ways of watching content. The OTT platforms have been successfully incorporated in the daily lives of people as now everyone is busy watching their favourite show or series on Netflix, Amazon Prime etc. They offer a wide variety of entertaining shows, movies and much more in various genres. It has something to offer to everyone according to their watching preferences. The OTT platforms have seen a massive boost especially during and after covid. People were home most of the time as things switched to online mode which paved the way for online streaming contents. 

The main factor behind the success of OTT platforms is their borders transcending abilities with the help of app localization services provided by companies like Languagenobar. It includes making all the content of the app localised, according to the particular cultural and regional preferences of the people there. People often confuse localisation with translation but they are different. Translation involves changing the language of the content from one to other languages while localisation includes understanding and connecting linguistic, cultural and other related references of the native people with content.

App localization services provided by agencies have indeed enhanced viewer engagement in OTT content by making it more accessible to the viewers. It increases their interest in the shows or series they are watching as they can understand it better when it is in their own language. When the viewers find the OTT content localised in their own language, they spend more time watching and surfing through it. This helps the OTT content providers to increase the user engagement with their content in the platform. Along with this, localised OTT content keeps the viewers hooked to the shows for a long period of time and increases the user retention as well. There are few key localization service providers present in the industry. One of them is Languagenobar, which is a language translation agency. It has a team of skilled linguist experts which provides media localisation services, app localisation services etc. It helps businesses by providing localisation and translation services like Chinese translation services to localise their content for OTT platforms for a global audience. 

 

Ways in which localisation enhances user engagement in OTT platforms:

• Language constraints - localisation helps in ending language barriers that prevents viewers from enjoying the content to the fullest. When they watch a content in their own language, it creates a bond between the viewers and advertisers. With localised content they can interact more easily with the shows or series they might be watching. 
• Cultural appropriation - localisation just does not work only on content but also on understanding the cultural aspect of the people. People appreciate the content more when it shows their own cultural contexts as it becomes more relatable to them.
• Enhanced watching experience - when we see a show that is only present in either english or hindi then it becomes slightly difficult for many people of different states to understand and enjoy it like they should. Thus localisation plays an important role here to give an amazing user experience to all the viewers by providing them the content in their native language. 
• Increase in trust - When viewers observe that the content of the OTT platform is localised in their own language then it forms a sense of credibility with the OTT platform providers. This is because it allows them to watch and enjoy the content in the language that they are most comfortable in. 

 

Localisation of OTT content also helps the brands in increasing their user base in other states and countries as well. It helps in acquiring new customers and ultimately increases revenue for the company. There are different cultures and traditions in every state or country and adapting the content according to it gives it more edge. Localization is all about respecting and celebrating everyone’s language, culture etc in the most appropriate way. This allows the viewers to feel more appreciated and acknowledged  while watching their favourite OTT show. Also, providing the OTT content in various languages like Chinese, Russian etc. makes it more appealing for the audiences as they have more language options to choose from. 

It becomes almost like a hub for people with different cultural backgrounds to be present at and appreciate each other's unique diversity. It gives a sense of unity just like a big community. People talk with their friends, family etc to talk over their favourite shows or any interesting series recommendations. Localisation is not just a method of content optimisation, it is the heart and soul of all OTT platforms. Additionally, Subtitles along with the video allows viewers to understand every moment and dialogue of some content’s language that they might not be very fluent in. 

The importance of connecting with viewers through right communication is without a doubt very important. Every company strives for it to attract and engage more and more people. But the content in the form of localization should be in a way that it makes people feel like they belong there. It should be in its most pure and authentic forms. Are you looking to get your app localized and gain access to unlimited customers? Logon to www.languagenobar.com and get your mobile app localized at best prices.
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